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I'm working on a logotype for a company whose name consists of 20 characters across three words. The client would like the design to be entirely horizontal (without line breaks). It will need to work across a variety of media including web, signage, vehicles (vans), clothing, and print (mostly flyers & brochures).
My initial thought was that a heavy, black, or extra condensed sans face would be best due to the many characters (22 with spaces). I'm also leaning toward all caps and italics for reasons having to due with evenness (type color) and the brand's strong associations with movement/motion/activity.
While I'm able to see what looks good on screen and at 1200dpi from my B&W laser, I'm somewhat unsure about the implications of the aforementioned typographic choices when it comes to the other media I mentioned (esp. signage & vehicles).
However, when I set the type in a gothic (not condensed) place it next to a black condensed sans and pump up the point size - my eye is definitely drawn to the gothic from way across the room.
Hence, I leave my query with the Oracle at Typophile in hopes that I may be enlightened.